Everday Accountability

Sprint and Nextel joined forces to create the number 3 wireless communication brand in the USA. However, operating two network technologies and different operating systems meant accountability was a significant challenge. MindShare ATG created a go-to-market decision making web portal to overcome this.

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Global provider of voice, data and Internet services

Destination

Under increasing pressure from Cingular and Verizon in the wireless market. Sprint and Nextel joined forces to create the number 3 brand in the USA with a combined August 2005 value of $70bn. However, operating two network technologies and different operating systems meant accountability was a significant challenge for the newly merged entity in this dynamic, unforgiving category. MindShare ATG sought to address this challenge.

Design & Delivery

MindShare ATG kick-started an initiative to organize New Sprint around key information streams:

  • Business/Consumer
  • Geographies
  • Acquisition rates
  • Cost per acquisition

MindShare ATG created a go-to-market decision making web portal for use nationally and by Sprint regional teams.

The teams had the pulse of the market on their desk and more importantly, had the opportunity to take advantage of it every day.
Advanced analytics were then applied to deliver ROI payback from distribution gains, retail incentives, offers, sponsorships in both on and offline media.

Evaluation

  • Over $100m in value created by re-allocating marketing spend
  • Created the case for and exploited upside of online as a strategic tool to grow the business
  • Ongoing tracking business performance and marketing effectiveness at the fingertips of key Sprint executives

Context

21% of people globally own a MP4 player.

Media : Mobile

American research revealed that those using Facebook come from wealthier homes and are more likely to attend college but MySpace users tend to get a job after finishing high school rather than continue their education.

Media : Online Digital

The Canadian holiday Boxing Day got its name from the custom of giving. Servants were given boxes which had money hidden inside them from their employers. The servants would have to break the box into pieces to get the money.

Region : North America

Telecommunication is an important part of the world economy, with the telecommunication industry's revenue being placed at just under 3% of the gross world product.

Sector : Telecoms

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